Has Kraft used the Texas Stadium ‘Cheddar Explosion’ footage? Curious Texas investigates

More than a decade ago, Texas Stadium came down in what was dubbed the “Cheddar Explosion.”

Kraft Foods served as the official sponsor of the 2010 demolition as part of a campaign to market macaroni and cheese. Webcams placed around the Irving stadium captured the implosion.

So reader Ian Halperin asked Curious Texas: Does Kraft ever plan to use that footage?

Texas Stadium opened in 1971 as the new home of the Dallas Cowboys. It soon became known for a gaping hole in the middle of the roof, a result of abandoned plans for a retractable roof.

Dallas linebacker D.D. Lewis is said to have famously quipped that the stadium “has a hole in its roof, so God can watch His favorite team play.”

But by 2008, the Cowboys were ready to move on to their new home at AT&T Stadium in Arlington, and the team played its final game at Texas Stadium that year.

On April 11, 2010, the stadium was demolished in a controlled implosion.

Looking to market its new product, Macaroni and Cheese Cheddar Explosion, Kraft paid the city of Irving $75,000 in sponsorship fees, with the money going to charity. It gave an additional $75,000 worth of Kraft products to local charities.

“It’s a good deal for us and a good deal for them,” Irving council member Rose Cannaday said at the time.

Things have since changed at Kraft. In 2015, Kraft merged with Heinz, creating one of the largest food companies in the world.

The following year, it discontinued Cheddar Explosion, citing low demand.

Company spokeswoman Kathy Krenger said to her knowledge the company has no plans to use the footage.

Diana Pfaff, vice president of marketing and communications for Visit Irving, said Kraft produced the clip above, which features Casey Rogers of Terrell, then 11 years old. Casey — who founded a charity to help the Dallas homeless population, Casey’s Heart — won a promotional essay contest and was chosen to push the detonation button at Texas Stadium.

And for anyone who wants to revisit the implosion without the cheddar, a quick YouTube search produces thousands of videos.

As for the spot where Texas Stadium once stood, it’s going to be part of a major construction project called the Diamond Interchange, according to the city of Irving.